Peter L. Stern of Boston had a couple of attention-snatching, jacketed examples of This Side of Paradise (1920) and Flappers and Philosophers (1922), extravagantly inscribed by Fitzgerald, the latter presented to comic actor Edward Everett Horton.

FORBES: Rare Books and Suicide Bombers

"Pricing is the one thing you can change at the last minute, and as a result, it can get less attention, " says Peter Golder, professor of marketing at New York University's Stern School of Business.

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